VIKMB32 Service Design

Faculty of Arts
Spring 2014
Extent and Intensity
1/1. 4 credit(s). Type of Completion: k (colloquium).
Teacher(s)
Adam Hazdra, M.Sc. (lecturer)
Guaranteed by
PhDr. Petr Škyřík, Ph.D.
Division of Information and Library Studies – Department of Czech Literature – Faculty of Arts
Contact Person: Mgr. Marie Hradilová
Supplier department: Division of Information and Library Studies – Department of Czech Literature – Faculty of Arts
Timetable
Wed 12:30–14:05 C128
Prerequisites
No special prerequisites here; just interest in innovation and design, that's all.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 20 student(s).
Current registration and enrolment status: enrolled: 0/20, only registered: 0/20
fields of study / plans the course is directly associated with
Course objectives
Services are all around us, telco, healthcare or transportation being just brief examples. Service Design is a new trend in innovation management. It analyzes and improves existing services as well as it accelerates development of new ones.

The objective of the course unit are therefore to show you how to think about services, how to analyze them and improve them. It will be practical and demanding, all major aspects of services will be discussed and tested with experts, so you understand when deploy them.

The unit will be delivered in English and it is followed by more theoretical one called Design and Innovation.
Syllabus
  • Does IKEA sell products or is it a service itself? Why do low-cost banks such as Airbank or Zuno have to try harder to get mainstream? How will 3D printing improve services? The semester is divided into two parts. In the first three lectures we discuss the very basics of service design: How to think about services? How to see what’s wrong? What tools to use? In the three lectures that follow we focus on digital services and customer care which are really essential these days.
  • 1. Intro: Why Services and Why This Course?
  • Introduction to Service Design Course (SDC); Service Economy; Experience Economy; Service Design overview, history and its contribution to management.
  • 2. Essentials of Service Design: Service Is a Journey
  • Customer Journeys; Touchpoints; Customer Experience; tools of Service Design, mainly Design Thinking process, customer research and prototyping.
  • 3. Business Aspects of Service Design
  • Benchmarking, measuring and improving customer experience; NPS; Lean Canvas and similar concepts.
  • 4. Digital Services and Netiquette
  • Webdesign overview; digital design; copywriting for digital touchpoints.
  • 5. Customer Care: It’s All about People
  • Dealing with clients; staff training; complaint handling processes
  • 6. The Final Touch
  • Delivering the best you can and by all your heart; Final Touch concept and overdelivery; SDC evaluation and your feedback.
Literature
  • BAŤA, Tomáš. Úvahy a projevy. 3. vyd., v Institutu řízení 1. Praha: Institut řízení, 1990, 246 s. ISBN 8070140240.
  • MANNING Harley a BODINE Kerry. Outside in: the power of putting customers at the Center of your business. Las Vegas: Amazon, 2012, 260 s.
  • HAZDRA, Adam et al. Skvělé služby: jak dělat služby, které vaše zákazníky nadchnou. Praha: Grada, 2013, 160 s. ISBN 978-80-247-4711-8.
  • COLLINS, Jim et al. Good to Great. HarperBusiness, 2001, 300 s. ISBN 978-0066620992.
  • CRAM, Tony. Vítězný tah: jak dosáhnout prvotřídní úrovně služeb zákazníkům. Vyd. 1. Praha: Management Press, 2012, 227 s. ISBN 9788072612468.
  • BECKWITH, Harry. Jak prodat neviditelné: průvodce moderním marketingem. Hodkovičky: Pragma, 2010, 205 s. ISBN 978-80-7205-743-6.
  • SCHNEIDER, Jakob a Marc STICKDORN. This is service design thinking: basics, tools, cases. Hoboken, N.J.: Wiley, c2011, 373 p. ISBN 9781118156308.
  • HSIEH, Tony. Štěstí doručeno. 1. vyd. Praha: PeopleComm, 2011, 254 s.
  • CHIPCHASE, Jan. Hidden in Plain Sight: How to Create Extraordinary Products for Tomorrow's Customers. HarperBusiness, 2013, 256 s. ISBN 978-0062125699.
Teaching methods
The unit will be delivered in similar manner as the one that can be experienced at UK universities. The emphasis will be on self-study and practical outcomes. We will read a lot, think a lot and do a lot of things hands-on. I count on you when comes to preparation for each lesson and I will demand high-quality work from you as to prepare you for business realm.

As of Winter semester 2014, the course is delivered in six biweekly blocks. Each block lasts for 3 hours and is divided into practical and theoretical part with ½ hour Reflection Session at the end.

The course is also open for distance learners, please see the assessment criteria.
Assessment methods
There are several components to the assessment of this course. To pass you are expected to deliver an individual essay (40 %) and a tandem project (40 %). To get the highest possible marks, you must complement this with in-session work and book presentation (20 %). Assessment of other activities does not apply to part-time students; they will be assessed on Individual Essay and Tandem Project only (weighing 50 % each).
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
General note: Předmět bude probíhat v anglickém jazyce.
The course is also listed under the following terms Autumn 2014, Autumn 2015.
  • Enrolment Statistics (Spring 2014, recent)
  • Permalink: https://is.muni.cz/course/phil/spring2014/VIKMB32